[ABSTRAK
Penelitian ini bertujuan untuk menganalisis pelaksanaan kegiatan promosi diPerpustakaan Umum Kabupaten Purbalingga, sebagai bagian dari kegiatankomunikasi perpustakaan kepada masyarakat penggunanya, yang dilakukandengan cara memahami tiap tahapan promosi yang dilakukan oleh perpustakaan.Alasan tahapan tersebut dilakukan, hambatan yang dihadapi dalam setiap tahapan,hasil yang didapatkan, evaluasi keseluruhan tahapan promosi serta kemampuanstaf perpustakaan dalam menjalankan tiap tahapan promosi. Penelitian inidilakukan dengan metode kualitatif dengan pendekatan studi kasus. Hasilpenelitian ini menunjukkan bahwa pada tahap pra promosi Perpustakaan UmumKabupaten Purbalingga tidak mengawali kegiatannya dengan memahamikarakteristik masyarakat pengguna, akibatnya pada tahap eksekusi promosi, pesandan saluran promosi yang diberikan tidak mampu mengenai masyarakat penggunasecara efektif. Pada tahap pasca promosi pihak perpustakaan tidak melakukanevaluasi dan tidak mampu mengembangkan kegiatan promosi. Kemampuan stafdalam tiap tahapan promosi juga belum memadai, staf cenderung pasif, kurangkomunikatif, dan kurang menghargai masyarakat pengguna, kondisi yangdemikian menyebabkan pelaksanaan kegiatan promosi di Perpustakaan UmumPurbalingga belum bisa memberikan hasil yang diinginkan.

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ABSTRACT
The aim of this thesis is to understand the promotion made by the PublicLibrary in Purbalingga; the promotion is divided into three steps: pre promotion,execution and post promotion. The thesis investigates every step of promotionconcerning their rationale, evaluates the results of each step, also focusing on thedifficulties of staff and their abilities. The thesis uses a case study methodcombined with a qualitative approach. The result is that the pre promotion stepdoes not entail a careful understanding of the library user?s characteristics; theexecution step cannot reach the users effectively through the right channels andmessages. Concerning the post promotion step the library doesn?t evaluate anddevelop their promotion activities. The thesis relates these findings to lack ofabilities of the staff in every step of promotion; the staff has poor communicationskills, they are too passive, and, also, they lack a clear understand of who their(potential) users are. The Public Library in Purbalingga cannot achieve theirexpected results.;The aim of this thesis is to understand the promotion made by the PublicLibrary in Purbalingga; the promotion is divided into three steps: pre promotion,execution and post promotion. The thesis investigates every step of promotionconcerning their rationale, evaluates the results of each step, also focusing on thedifficulties of staff and their abilities. The thesis uses a case study methodcombined with a qualitative approach. The result is that the pre promotion stepdoes not entail a careful understanding of the library user?s characteristics; theexecution step cannot reach the users effectively through the right channels andmessages. Concerning the post promotion step the library doesn?t evaluate anddevelop their promotion activities. The thesis relates these findings to lack ofabilities of the staff in every step of promotion; the staff has poor communicationskills, they are too passive, and, also, they lack a clear understand of who their(potential) users are. The Public Library in Purbalingga cannot achieve theirexpected results., The aim of this thesis is to understand the promotion made by the PublicLibrary in Purbalingga; the promotion is divided into three steps: pre promotion,execution and post promotion. The thesis investigates every step of promotionconcerning their rationale, evaluates the results of each step, also focusing on thedifficulties of staff and their abilities. The thesis uses a case study methodcombined with a qualitative approach. The result is that the pre promotion stepdoes not entail a careful understanding of the library user’s characteristics; theexecution step cannot reach the users effectively through the right channels andmessages. Concerning the post promotion step the library doesn’t evaluate anddevelop their promotion activities. The thesis relates these findings to lack ofabilities of the staff in every step of promotion; the staff has poor communicationskills, they are too passive, and, also, they lack a clear understand of who their(potential) users are. The Public Library in Purbalingga cannot achieve theirexpected results.]